Ellis Communications, Inc.

Casino Chief Executive Officers and General Managers
Let Internal Policies Hinder Their Property’s Growth

            Casino chief executive officers and general managers need a word of caution – they are letting internal policies get in the way of their property’s growth.

            The following tip is provided by Robinson & Associates, Inc., a customer service consulting firm to the gaming industry.

            Tip:

“Casino CEOs and GMs probably don’t know it, but policies that frustrate customers are preventing them from creating guest advocates, the very people they need to generate repeat business, new business and ever-increasing revenues and profits.  Guest advocates are way beyond satisfied or loyal.  They love a particular casino so much that they play only at that property and recommend it to friends and relatives.  Casino executives need employee advocates, too, but employees who must enforce these policies can also become frustrated.

“If CEOs and GMs insist on adhering to policies that are anti-advocate, they are damaging the symbiotic relationship among all their departments as they work together to create a successful property.  How can marketing attract and keep new guests, how can human resources retain talented employees and how can the chief financial officer chart a course for profitability if frustration is the name of the game?”

Robinson & Associates, Inc., is a global customer service consulting firm for the gaming industry.  It helps casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates.  The company then implements its Advocate Development System in combination with the proven methodology of Advocate Index and best business practices to help casinos create more guest advocates and chart a course for growth and profitability.

 Robinson & Associates may be reached by phone at 480-991-6420, by e-mail at mbaird@casinocustomerservice.com or via its Web sites at www.advocatedevelopmentsystem.com and www.casinocustomerservice.com.   Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.